SEVERIN sets the course for global realignment

SEVERIN continues to invest extensively in the strategic realignment of the company also in challenging times. From September 2020 the company will operate with an extended management team which will be focussed on the ex-pansion of the international business.
SEVERIN sets the course for global realignment
Areas of responsibility within the new management
In order to drive the global sales orientation, Patrick McGrath joins the management of SEVERIN as a CSO from the 1st of September 2020. Mr. McGrath will be respon-sible for the worldwide distribution of electrical household appliances through all channels – the specialised trade as well as the future important pillar, the retail chains, online trade and the online direct sales which is currently being established.

In his new role as the chairman of the board, Christian Strebl will concentrate on the continuation of the strategic corporate development. Generating innovative products associated with the development of new business areas as well as the consistent expansion of the SEVERIN branding.

Ulrich Cramer's area of responsibility as the commercial managing director of SEVERIN, continues to include the global commercial areas (finance, Controlling, HR, Law, IT) as well as logistics and quality management. Essential interface for the implementation of CRM structures, the design of digitalisation as well as the globali-sation of eCommerce activities are the responsibility of André Schültke in his func-tion as CIO and member of the management.

Global Sales Structure
With Patrick McGrath, SEVERIN could win an industry expert with many years of international experience and extensive knowledge of the brand sales challenges in the retail sector, with distributors as well as in online direct sales.
His high level of expertise in the management of foreign sales organizations for A-brands as well as the development of new market segments in an international context has been successfully demonstrated since 2005 as a Managing Director of Miele Ireland Ltd.

His future responsibilities include the analysis and further development of the glo-bal
sales strategy in line with the overall corporate strategy and under consideration of the country-specific requirements. In addition of the existing customer care, this in-cludes the identification and acquisition of new key accounts, mainly in Europe and Asia. “I am delighted to be part of the SEVERIN team and I am looking forward to drive the growth of the company together with everyone else. I am particularly loo-king forward to the intensive collaboration with my fellow managing directors in this important phase of transformation. The SEVERIN brand offers immense growth po-tential and our common challenge will be to successfully realise this potential within the next few years“, emphasizes Patrick McGrath.

In his new role, Mr. McGrath will be supported by Scott Taylor, Head of National Sa-les
and Harald Kaiser, Head of International Sales. With them and the entire SEVERIN sales team the new CSO will further strengthen and expand the market position in-ternationally.

Christian Strebl is looking forward to the future cooperation with the new managing director colleague: “The global orientation is of great importance for the future viabili-ty of our medium-sized company. The high international sales expertise of Patrick McGrath corresponds exactly to what we need for the international alignment of the company and our SEVERIN brand. The aim is to analyse international trends and market requirements more intensively in the future and based on this, develop and place the best possible solution for the respective requirements."

Expansion of the international team
SEVERIN is also investing in the expansion of the international team in the focus product group Floorcare. Kitty Zong, is the new Director Global Business Develop-ment since the 1st of August 2020. Mrs. Zong has many years of international expe-rience. She worked for Midea for 19 years - including four years as Managing Direc-tor of Midea Deutschland GmbH. In addition, she was responsible for all sales activi-ties in Western Europe for three years, including the overall sales responsibility.
In her last position she was responsible for the complete IOT area of the Midea Group. In close exchange with the existing SEVERIN team in Sundern, Hong Kong and Shenzhen she will analyse the requirements of the target markets and consu-mers. On top of that she will develop existing and new local partners for sustainable strategies. In her new function ar SEVERIN, Kitty Zong will report directly to Sascha Steinberg, Director Marketing & Product Management.

Last but not least, Carolyn Luan will join the international SEVERIN team in the po-sition of General Manager China Sales from the 1st of October 2020 and thus strengthen the further development of the SEVERIN brand presence in China. In the course of her professional career, Mrs. Luan was 11 years in various positions at Pricewaterhouse Coopers LLP and Credit Suisse AG in Singapore and the USA. Within the last four years, she was General Manager at Apo Marketing GmbH ( Her responsibility included the development and expansion of the brand in Asia (with focus on China) including the market entry strategy for China.
In addition to her strong analytical and conceptual expertise, Mrs. Luan has a deep understanding of the Chinese B2C market. In cooperation with the SEVERIN Cate-gory Management and the Marketing Team in Sundern, the development of the brand identity in China is one of her core tasks. To ensure the mentioned interfaces in Sundern, Carolyn Luan reports directly to the management.

“The investment in the expansion of our team - nationally and internationally - is exactly what we need in our further reorientation, especially in challenging times. In order to meet the challenges of global markets while considering at the same local conditions, the mentioned reinforcements in the team are an important next step. Even though the focus is clearly on the dynamic change of our brand, we continue to keep a close eye on the potential of our employees, which has grown over many years, and we are making use of and constantly developing this potential. We are very much looking forward to working together as a team in the future," emphasises Ulrich Cramer.

Find out more at:

SEVERIN Elektrogeräte GmbH
For more than 60 years, SEVERIN has been manufacturing and selling high-quality electrical appli-ances with the aim of making everyday life as easy as possible. SEVERIN is one of the largest Ger-man manufacturers in this segment and market leader in areas such as milk frothers, toasters, micro-waves and eBBQs. From its headquarters in Sundern, Sauerland, SEVERIN is active in over 100 countries wor-ldwide. This company with a rich tradition has its own sales offices in France, Spain, Sweden, the Netherlands, Italy and Poland, and has production facilities in Shenz-hen, China. More than 700 employees work for SEVERIN worldwide. More informa-tion is available at